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5.
SEARCH ENGINE
A web search engine is a
software system that is
designed to search for
information on the World Wide
Web. The search results are
generally presented in a line of
results often referred to as
search engine results pages
(SERPs). The information may
be a mix of web pages,
images, and other types of
files.
Place your screenshot here

6.
3.5 Billion… searches on Google on an average day (s. Google 2017)
51%… of consumers shopped online during the 2016 holiday (s. comScore & UPS 2016)
1.15 Billion… active users on Facebook on an average day (s. Facebook 2017)

7.
GOOGLE INDEX
A database of information
Google’s web crawler has
found and stored about your
website HTML, copy, images,
videos, and more.
GOOGLEBOT
Googlebot is Google's web
crawling bot (sometimes also
called a "spider"). Crawling is
the process by which
Googlebot discovers new and
updated pages to be added to
the Google index.
Place your screenshot here

8.
SERP
A search engine results page
(SERP) is the listing of results
returned by a search engine in
response to a keyword query.
FREE
Natural listings that appear from
Google’s web crawler index.
PAID
Sponsored listings companies pay
Google per-click based on auction-
like bids.
Place your screenshot here

9.
PAID - Text
Paid listings usually appear in the
top 3-4 text positions and in the
bottom 2-3 listings on each search
page. Google recently removed the
right column listings.
PAID - Shopping
A product listing with images,
reviews, and pricing.
PAID - Maps
Paid local search listings began to
appear in local pack results in early
2017. Paid local results do not
appear on all local searches.
Place your screenshot here

10.
FREE ORGANIC
Free listings appear after the paid
listings, usually in positions #4-10 or
#4-12 depending on the search
performed.
FREE MAPS
Local pack listings can appear for
searches Google things are more
local in nature.
Example: “Pizza shops near me”
KNOWLEDGE GRAPH
Typically brand searches for specific
companies or places will appear to
the right or under the search box
with few if any paid listings.
Place your screenshot here

12.
“In contrast to PPC or Pay-Per-Click Advertising,
Search Engine Optimization is the art and science of a
strategy aimed at placing web pages at the top of
organic search results for their targeted keywords.
Keywords are the phrases people search for to find
what they are looking for.”
What is Search Engine Optimization (SEO)?

17.
For a typical query, there are thousands, if not
millions, of web pages with helpful information.
Algorithms are the computer processes and
formulas that take your questions and turn them
into answers.
Evolution of Google (Video: 6 minutes):
http://youtu.be/mTBShTwCnD4
“Pet Supplies”
102,000,000 RESULTS

20.
MOZCAST.com
Moz.com micro-site designed
to update daily based on how
many changes take place in
Google’s SERPs.
The warmer and stormy, the
more changes in Google. A
high degree of change over a
few days is often a signal of a
major update.
Place your screenshot here

32.
KEYWORD RESEARCH & TARGETING
“SEO starts with keyword research.”
➜ What’s your business and industry?
➜ Who are your top competitors?
➜ Do you offer services locally or nationally?
➜ What does your company offer?
➜ Who are the influencers in your industry?
➜ Do you have a list of core search keywords?

33.
LINK BUILDING (a.k.a. Inbound Marketing, Content Marketing)
“The best link building is to build
shareable content.”
➜ Have you reviewed your link profile?
➜ What types of sites are linking to yours?
➜ Who are you linking to?
➜ Is anyone sharing your pages or content?
➜ Are you losing potential traffic due to broken links
or lost referring traffic hitting 404 pages?

34.
SOCIAL PROMOTION
“Getting your content shared is key to
increasing links and influence.”
➜ What type of content is shared most?
➜ Do you use topics that educate, entertain, or drive
engagement?
➜ Do you have any thought leaders?
➜ Can you offer any free expertise to customers?
➜ Are you using video or downloadable media to
promote your company?

36.
“A content management system (CMS) is a
computer application that allows publishing, editing
and modifying content, organizing, deleting as well
as maintenance from a central interface. Such
systems of content management provide procedures
to manage workflow in a collaborative
environment.”
➜ Easy to use without programming
➜ Help manage content and contributor roles
➜ Help sell products and manage web pages
Content Management Systems (CMS)

37.
Good CMS Options
To be found on the internet,
you’re going to need a basic
website. There are several
CMS options available for
small businesses, large
corporations, and everything
in-between.
● WordPress.org
● Magento
● Drupal
● Umbraco
● Shopify

39.
“Pages with lots of shares also tend to have links.”
- Busszumo
#7 in Google
#1 in Google

40.
“Social proof (also known as informational social
influence) is a psychological and social phenomenon
where people assume the actions of others in an
attempt to reflect correct behavior in a given
situation”
➜ Shares = more shares
➜ Likes = more likes
➜ Positive social engagement = Brand growth
➜ More shares = more links
Social Proof = Better SEO

43.
➜ Prepare a competitive analysis
➜ Identify 10-20 core keywords as a starting point
➜ Use AdWords CPC as an indicator of how
competitive the market
➜ How far are your from your competitors in
search engines?
➜ Determine how much effort may be required or
how much budget you will need for paid search
KEYWORD DISCOVERY